Here is a trick for you. Do you know how to get access to Wall Street Journal articles without an online subscription? Just Google (or Bing or Yahoo) the title of the article. As of this time, the Wall Street Journal has chosen to allow this “back door” to its content — but I have read that they are reconsidering this. Note – this doesn’t work for AdAge.com and some other subscription only sites. Most academics should be able to access Advertising Age articles through library databases like Business Source Premier — although I have found that they appear here a couple weeks after the print or online version.
Do you want to add more photos and images to your PowerPoints? I like to add photos of products or a company logo to remind me of an example I want to use. I will go to Google and do an “image search” for “7-11 logo”. You can then click through to the image. If you move your cursor over the top of the image and “right click” you can choose the option “Copy Image.” Then go back to the slide, right click and choose “Paste.” Resize the image as you would other PowerPoint objects. If my understanding of educational (Joe is not a lawyer) use is correct, there are no issues with copyright if you are simply using the images in your own class.
Do any of you have other ideas for adding interest to your PowerPoints?
“Brandweek’s Grand Marketer of the Year ’09: Joel Ewanick of Hyundai” Brandweek, September 14, 2009. This is a great package of story, audio, and video content. The article describes how Hyundai came to understand that customers weren’t buying new cars because they feared losing their jobs. So Hyundai promised consumers that they could return the car if that happened. Below you can see the television commercial Hyundai used on the Super Bowl to launch the program. The program resonated with consumers and spurred sales.
I really enjoyed this article, “Seeing Store Shelves Through Senior Eyes,” in the Wall Street Journal, September 14, 2009 [subscription required – or click here for a back door – click the top search result for direct access.] It describes a program Kimberly Clark has used to raise the awareness of its brand managers and retailers to the challenges facing the elderly consumer. I used it in class when discussing demographic trends and the growing elderly population, but it could easily fit into discussions of marketing research, brand management, and retailing.
“PC Makers Cultivate Buyers in Rural China,” The Wall Street Journal, September 24, 2009 [subscription required or google the article title]. This short article describes how PC makers have adapted their marketing mixes to better meet the needs of relatively low income rural Chinese.